There’s no shortage of metrics in corporate communications – but not all of them matter equally.
As expectations around accountability and impact continue to rise, communications leaders are under increasing pressure to demonstrate how their work contributes to business goals. That means moving beyond vanity metrics and adopting a measurement mindset that ties strategy to outcomes.
Whether you’re reporting to the C-suite, preparing for your next planning cycle, or just trying to focus your team’s efforts, here are ten metrics worth your attention in today’s communications environment.
#1 Message Pull-Through
Why it matters:
It helps you assess alignment between your intended message and audience interpretation. If your core narrative isn’t reflected in media stories or employee discussions, something’s missing.
How to measure it:
- Conduct media and content audits using keyword and narrative analysis.
- Use earned media tracking tools like Meltwater, Cision, or CoverageBook to spot keyword mentions.
- For internal campaigns, pulse surveys or town hall Q&A sessions can provide insight into message retention.
#2 Sentiment Analysis
Why it matters:
Tone shapes trust. Tracking sentiment allows you to fine-tune language and timing –especially important during issues management or ESG communication.
How to measure it:
- Use AI-driven tools like Brandwatch, Talkwalker, or Sprinklr for external sentiment.
- For internal communications, run employee feedback surveys or analyse qualitative comments using text analytics software like Qualtrics or Culture Amp.
#3 Channel Effectiveness
Why it matters:
Knowing which channels work best for which messages helps optimize resource allocation and audience reach. More isn’t better. Better is better.
How to measure it:
- Track open rates (email), page views (intranet), click-throughs (newsletters), and watch time (videos).
- Use Google Analytics, SharePoint analytics, or internal comms platforms like Workvivo or Staffbase for tracking.
#4 Employee Engagement with Comms
Why it matters:
Comms isn’t just about broadcasting; it’s about building alignment and buy-in. You want employees to interact, not just receive.
How to measure it:
- Track participation in feedback loops (e.g., polls, live chat during all-hands, reactions to posts).
- Survey comprehension or agreement on key messages using pulse tools or platforms like Glint or Peakon.
- Look at contribution rates to internal platforms like Yammer, Slack, or Workplace.
Related content: Rethinking Internal Communications in 2025
#5 Time to Response
Why it matters:
It reveals your team’s agility and operational readiness in moments that matter. Delays can signal approval bottlenecks or lack of crisis planning.
How to measure it:
- Track hours between issue identification and first internal alert or external statement.
- Log crisis timelines using project tools like Asana, Notion, or Trello to improve response audits.
#6 Media Quality, Not Just Quantity
Why it matters:
Quality coverage builds credibility. Quantity without context doesn’t move the needle with stakeholders or the board.
How to measure it:
- Categorise media hits by tier, outlet reputation, or relevance to stakeholder groups.
- Use Cision Impact, Muck Rack, or media scoring frameworks to rate publication influence.
- Overlay reach and sentiment data for a fuller picture.
#7 Share of Voice
Why it matters:
Share of voice provides insight into visibility and market positioning over time. It can also indicate whether your messaging is cutting through a crowded space.
How to measure it:
- Use Meltwater, Mention, or Talkwalker to compare your brand’s presence against competitors.
- Monitor not just volume, but tone and topic association in coverage.
#8 Communication Cascade Effect
Why it matters:
It measures the effectiveness of message distribution and leadership engagement. If messages stop at HQ, alignment breaks down fast.
How to measure it:
- Track if, how, and when business leaders cascade messages to their teams using internal comms tools.
- Conduct audits through surveys asking staff where and how they heard key messages.
- Use engagement analytics from platforms like Slack, Teams, or Staffbase to map message flow.
#9 Correlation with Business Outcomes
Why it matters:
This is where comms moves from support function to strategic lever. It’s about showing how communication contributes to core business goals.
How to measure it:
- Analyse pre- and post-campaign data tied to outcomes like retention, NPS, internal mobility, or regulatory compliance.
- Work cross-functionally to align on KPIs – collaborate with HR, marketing, or operations for co-owned outcomes.
#10 Cost per Outcome
Why it matters:
It gives leaders the numbers they need to assess ROI and resource allocation. It’s not just about budget – it’s about effectiveness.
How to measure it:
- Calculate spend per channel or campaign against clear outputs (engagement) or outcomes (behaviour change).
- Use dashboards or budgeting tools to benchmark efficiency over time.
Metrics alone don’t make the case – context and interpretation do. Choosing the right metrics helps you shift conversations from activity to impact, and from reporting to influencing. Comms teams don’t need to chase every data point. But we do need to know which ones move the business forward and how to prove it.
